Defining your restaurant concept to meet the guests’ expectations and ensure the success of its project now requires a clear, precise and simple definition of all marketing concepts.
Here are some recommendations on the content of a #brand-book or #brand-manual so as not to forget anything in the definition of its point of sale.
What’s the first step? Before working on your concept, you have to make sure of the potential of your establishment in your market. A hotel restaurant will initially target its in-house customers as an on-site catering proposition. But the clientele of a hotel is not always enough, hence the interest in working on its proximity, local or even passing through market depending on the seasons which can lead, in many cases to more than 60% of your activity.
Summary of the market study // of a hotel, restaurant or any other project.
#Environment // What is the implantation site? the location? Its accessibility? What is the economic environment? touristic ? political or other?
#Market // What is the offer? What is the demand so far? What is the missing offer? Summary of interviews with prescribers in the area studied as well as any potential future customers.
#Reviews & #Recommendations // Is the project feasible? Is the project in line with the company’s vision and its objective? Are there any adaptations to be made to get started while limiting the risks?
#Activity forecast // What is the expected seasonality for the restaurant (during the week, by month)? Detail by customer segment? What is the volume of customers expected? What is the average expected expenditure? Retail by customer segment? Average revenue per cover for a restaurant (#ARC)? What is the expected gross operating profit (#GOP)?
Once your market potential has been defined, you have to determine precisely what is lacking on the market to meet the expectations of your customers. A F&B concept that will work inevitably responds to the present current offer and that which does not yet exist and which can meet current and future demand. Knowing and following current restaurant trends is important because many successful concepts exist and often provide ideas to meet customer expectations in its target market.
Brand Book plan detail // restaurant, bar or any other project.
The concept
- Brief definition of the restaurant and the general concept.
- Key factors of success. Describe the strengths of your restaurant, what sets you apart and gives you the edge over other available offers –
- Profiles targeted customers. Describe the targeted profiles by segment-
- Catchment area of targeted customers. Present a menu-list with a reasonable radius of catchment area for customers who will come to the restaurant –
- Customer expectation. Describe by target customer segment what are the priority factors on which they will judge the restaurant –
Design elements
- Material and Coating. Describe precisely, in relation to your concept and the target clientele, what decoration and furniture will be used. Add photos, examples of style chosen for the layout of his restaurant.
- Food style. Describe the spirit of your menu, the signature or referent dishes that will be served to your customers. Plan to establish the recipe sheets (Technical sheets) to establish an income cost and the proposed selling price (Ratios and margins of your dishes) –
- Beverage style. Also describe the products that will be offered for sale. Your concept can be based on the choice of drinks, quite different from the offer of your competitors. If there is a bar offer, plan a presentation in line with the concept, such as signature cocktails–
- Service style. Present the way your teams will approach service: standing. Present staff uniforms in accordance with your concept and style of service. Add a section to present how the teams will bring the service to life at each stage: The words to say it, the gestures to do it, the special attentions–
- Table style. Describe the set-up planned for your restaurant in relation to your concept. A set-up can be different for lunch and dinner, indoors or on the terrace-
- Animation. Describe if you use music (Style, mode of distribution). An entertainment program can be defined with groups, singers, musicians or other in order to energize the place, always in the concept of the restaurant-
- Graphical charter. Use of a logo, of a visual identity of your establishment which will represent your concept, its name. Describe the media on which the logo will be used in restaurants and bars.
- Menu cards and Tableware. Presentation of your card holder used as well as the precise description of the Tableware (sets or tablecloths chosen, plates, glasses, cutlery, ….). A precise list of your quantity needs is established in order to manage its purchases and its stock of material. Photos and visuals will enhance the brand book to define your choice.
The sales and marketing
- Marketing tools. Describe the media to use to promote your restaurant on the targeted markets.
- Sales. List your sales strategies to get people talking about your establishment, have good “physical” but also “digital” visibility. For an opening, or a reopening, plan a small launch party and presentation of your card to your influencers and the local press-
- Budget. Define the budget that you will allocate to the marketing of your establishment by season or period of activity and type of support-
The Team
- Manning. Define the constitution of your team to respond to the activity you are planning. –
- Recruitment, integration & training. The constitution of the team is one of the pillars of the success of your establishment. Define the profiles well to make a good recruitment. Integration and training are also to be expected to set in motion the “design” of the service previously established or to be established with the involvement of the teams-
- Budget. Define the payroll costs budget to be adapted according to the seasonality of your establishment but also to its success with its customers-
Everything is working to define the concept, the positioning but also how the codes of the brand will be declined so that the customer understands and takes ownership of the place is essential to do before opening. This tool is also essential internally to ensure the linearity of the concept.
You have the tools, it’s up to you !
